A game-changing customer experience Qorus Reinvention Awards - APAC - Winner

Submitted by

AIA Group

Premium

05/04/2023 Insurance Innovation

At AIA, we are re-imagining the customer experience in each of our 18 markets and tacross all areas of our business. A key part of this is the creation of a hyper-personalised lifestyle Super App that transforms the role we play in the lives and long-term wellbeing of our customers and prospective -customers. Underpinning this is a superior experience across our Buy, Service, Claim core processes, which we have re-engineered using innovative AI technology. This ensures that customers in many cases receive instant responses as well as automated processing when they interact digitally with us. By applying innovative thinking and by sharing best practices at scale across our markets, we are leading the industry in providing a a new kind of digital experience – right across Asia.

Innovation details

Country
Hong KongCategory
Re-imagining the Customer ExperienceKeyword
Customer experience, Health insurance

Innovation presentation

In 2020 we created our three-year corporate strategy - Ascend 200 – which was underpinned by a $1bn investment in Technology, Digital and Analytics (TDA). Since then, we have been systematically transforming AIA into a more customer-centric, world-class, digitally enabled insurer. TDA is re-engineering how we serve our customers, reshaping how we innovate and redefining our access and reach to help more people with their financial and health protection, while creating significant competitive advantage and return on investment over the long term. An enabler of this re-imagined customer experience, are the objectives of TDA: 1. Technology: Provide world class technology that modernises, automates and drives seamless buy, service, claim and health and wellness experiences 2. Digital: Deliver a best-in-class digital experience across all customer assets and journeys 3. Analytics: Enable next-gen data platforms and analytics capabilities that allows us to re-imagine the way customers engage with us. The universality of our innovation is key to our success as we adopt a systematic and agile approach to TDA transformation by taking best practices from one part of the Group and reusing them across our other businesses. Our digital transformation is central to this. We are deploying digital-led models and tools to build an organisation that delivers a frictionless and world-class experience to our customers, partners, agents and employees. For the purpose of this submission, we will focus on two keys areas of the customer experience: 1. An elevated digital experience. We created a hyper-personalised lifestyle Super App that changes the way we engage with customers and prosepctive -customers. 2. Automated and enhanced servicing. We have re-engineered our end-to-end business processes, supported by AI-decision making capabilities, to reduce the time it takes for customers to receive a response across Buy, Service and Claim processes Our digital transformation has been recognised externally through numerous awards, including: the IDC Nomination Awards – Best in Future of Customer Experience for AIA Thailand; InsuranceAsia News – Digital Insurer of the Year in 2022 for the Group; Gloval Winner - Insurer Transformation Awards 2022 from Ifrom the Digital Insurer and CX Asia’s Best Use of Mobile for Alive in Thailand.

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